Postcard design is an art form, but it’s also a science. A successful postcard marketing campaign requires careful consideration of everything from the imagery and branding to the layout and text—not to mention the color palette. But how do you know what works and what doesn’t?
This comprehensive guide will show you how to design the perfect postcard for maximum impact. From choosing the right paper stock to crafting your call to action, we’ll cover all of the essentials to make a successful postcard.
Postcard design should always be part of the mix regardless of your marketing strategy. A postcard is one of the most versatile marketing tools available. The reason is simple: it’s an inexpensive, easy-to-use option that generates leads and sales with little to no overhead.
A well-designed postcard stands out from the competition and makes a lasting impression on your target audience. They also come in handy for marketers looking to reach a large number of people quickly. Postcards are more effective than other forms of direct mail marketing because they can be read at a glance and require minimal effort to process.
Here are a few elements to keep in mind when developing your business postcard ideas:
When it comes to paper stock, you have a lot of options. The most common type is glossy cardstock. It’s a thicker, more durable option that adds texture and provides a perfect canvas for detailed images. Glossy cardstock also has the high-quality feel customers expect. But, if you’re looking for something more cost-effective, you could opt for textured cardstock or recycled paper. Both still have an appealing look while keeping costs lower.
Another benefit of using recycled paper is that it can improve your company’s environmental impact. Customers are more likely to respond positively when they see that you’re focusing on sustainability, and it could even help your brand score better in search engines.
Postcards need eye-catching visuals to capture people’s attention. When choosing imagery for your postcard, consider what will best represent your brand or message. This isn’t just a good practice for postcards—it’s also an essential part of creating a compelling visual identity for your company.
Use photos or illustrations that align with your company’s visual identity and tell a story about what you do or what makes your business unique. Use imagery that shows your products in action or your team hard at work. These are great options if you sell tangible goods or services. Otherwise, postcards with beautiful landscapes tend to work well for most small businesses.
Thinking up a creative postcard design idea is only the beginning. Presort Inc. has the graphic design resources to execute your marketing campaign from concept to postcard printing and delivery. We structure our mailing services to match your objectives.
Like any other marketing piece, your postcard should be an extension of your brand, whether that’s a fun, quirky personality or something a little more serious. Keep that in mind when designing.
Make sure all of the colors, fonts, logos, and images match those found throughout your other marketing materials, including your website. This will maintain a consistent look and feel across your campaigns while strengthening brand recognition and customer loyalty. If you’re marketing to a specialty audience (hobbyists or collectors), use imagery that speaks to that audience.
Every postcard should include at least one call to action (CTA) that encourages readers to act. A CTA can be as simple as a website address, email address, or phone number for you to contact. When used effectively, CTAs inspire people to take the next step with you. Keep it short but clear, so it’s easy for readers to understand what they should do next.
The CTA should be prominently displayed on the front of the postcard, preferably near the top so readers can find it quickly and easily. If your postcard is large enough, you can fit several CTAs within the space.
If you plan to use postcards for marketing a specific product or service, you should provide clear and concise descriptions of the features and benefits of your offering. When writing your postcard copy, make sure the information provided is specific and relevant. Consumers may feel confused by vague statements or overcomplicated language that undermines your message.
Color is vital to convey the desired message and get people interested in your offer. It’s arguably even more important than design style, given the extensive research showing that visual cues heavily influence purchasing decisions.
Think carefully about which colors will best evoke emotion and draw attention without clashing with branding elements on the card (e.g., logos). For example, blues and greens are excellent for promoting a nature-oriented product or service, whereas reds, oranges, and yellows work best for a more urgent or energetic postcard campaign.
Remember that too many colors can be overwhelming; instead, aim for two or three key tones that stand out from one another yet blend nicely when used effectively throughout the design elements on both sides of the card. Also, use white space to highlight your selected colors; it’s generally considered the “fifth color” in design and is critical to a visually appealing layout that draws attention.
Creating a standout postcard to market your business requires the perfect blend of creative inspiration and technical expertise. At Presort Inc., our creative professionals use their advanced knowledge to bring your postcard ideas to life. We take the time to understand your objectives, target audience, and message when designing the perfect postcard. We also know what works, what doesn’t, and which components should be emphasized to maximize impact.
Ready to explore postcard marketing ideas with seasoned professionals? Reach out today.